What was advertised in a colonial American newspaper 250 years ago this week?

“Great variety of English, French, German, and Italian cakes.”

In the summer of 1774, P. Lenzi, a “CONFECTIONER, Lately from LONDON,” took to the pages of Rivington’s New-York Gazetteer to thank “his friends and customers for their past favours,” inform them that he had moved to a new location, and entice the public with descriptions of the sweet treats that he made and sold.  In addition to a “great variety of English, French, German, and Italian cakes,” he offered “fine and rich plumb cake,” a variety of preserved fruits either “dry, or in brandy,” “all sorts of sugar plumbs,” candied fruits,” and “any sort of ice cream” at his shop.  He encouraged prospective customers to imagine the “perfection” of these items or, better yet, take advantage of his low prices to sample these confections for themselves.

Lenzi also promoted his catering services, declaring that he “will undertake to furnish any great entertainment whatever in as elegant a manner as any in Europe.”  That made his London origins even more significant, testifying to his familiarity with parties and events held in the most cosmopolitan city in the empire.  He confided that he had experience supplying cakes and sweets at balls and masquerades “in the most capital cities of Europe.”  Customers looking to impress their guests could depend on his management of their soirees, especially since Lenzi “spares no pain nor cost to have every thing of the very best quality.”  Beyond the confections he supplied, Lenzi encouraged readers to imagine the parties they could host with his assistance.  He had a “great variety of sugar and other ornaments to sell or to lend out, with a great many other articles” to decorate the venues where his clients held their gatherings.

The confectioner sought different kinds of customers.  He recognized the opportunity to generate revenues by providing candies and desserts to clients hosting fêtes while also welcoming patrons who occasionally wished to enjoy a treat, a small indulgence purchased “at the most reasonable rates.”  Recognizing that everyone had their own favorite, Lenzi listed dozens of confections for customers to choose and enjoy.